>> i'm on their speed dial. >> i'm calling about the president obama election in november. >> can mitt romney count on your support? >> the phone rings all the time? >> yes. >> mailbox full of -- >> full of political literature. yes. >> do you look at any of it? >> not much. not much. >> bad for the nation. >> reporter: then there's the tv and radio ads. a barrage that seems to know no limits. >> southeast north carolina. >> he's taking -- >> barack obama and i approve this message. >> approve this message. >> reporter: behind those ads are people like will, who knows everything there is to know about republicans and democrats and people in between. his company, national media, dissects monstrous nationwide surveys which ask people what they buy and how they vote. to him, voters are consumers, and picking a candidate is little different from deciding what kind of car to drive. his bubble charts tell the whole story. what republicans like, on the right. what democrats like, on the left. and independents in the middle. what does a republican drive? >> he's going to drive an american made